Possibilities for improving results
Exit the market
Find a new niche segment
Customized for Canadian Market
Work with Retailers
Luxury soap for women
Keep pricing
Further Evaluation
Stay in skin care segment
Distribution
Not available where I Shop - Too high at 29%
New promotion
Partner with retailers
New advertising
Promote regular use
Lower "no reaction" - 46% too high
Emphasise makes skin soft smooth - 5% too low
Further evaluation in Ottawa
Resolve team issues - Get people on board
What does Canadian Customer want?
Understand why the product was so successful in France
Facts
Campaign
Triers loved the product
Not enough people tried it
Quebec Market
26% of Canada's population
2.3 Million households - 80% french speaking
Canadian Market
Additional pressure due to liquid soaps
Trend towards bundle packs
Acceptable brands 3-4
Cutthroat competition
Retailer power
Shelving positioning crucial
Volume growth stagnant at 1-1.5%
Soap industry revenue 105mil
Growth 4-5%
Price sensitivite customer
Highest conversion after trial
Awareness high but not too many people tried the product
Global Marketing folly
